As fundraisers, passion is essential. With a strong desire to share your mission and the impact it has on those you serve, it can be easy to say too much. Often, the longer the collateral piece, the less donors will read what you have painstakingly tried to say.

Beyond ensuring each piece of communication is customized and targeted to the specific audience, when editing text, remember the following strategies to create more memorable and meaningful fundraising communications.

Trim it again

Draft your language first, then reread it to identify where words can be cut. In donor communications, less is more, so long as you do not lose the heart and key points of what you are trying to convey. Read it out loud, several times, and trim it more each time.

“If I had more time, I would have written a shorter letter.” Blaise Pascal, Lettres Provinciales, 1656

Write conversationally

Write like you speak. There are times for written documents that are technical and formal, but remember that donors are people who already care about the mission or they should not be on the list. Use your words to speak to them in that way – as partners in a common cause.

Focus every sentence on purpose

Avoid writing simply for the sake of having something to say. Whether you are drafting a general email blast, a donor newsletter or an individual note, be intentional with every word. When in doubt, ask a colleague or friend to review your writing to ensure your message and intent are effectively conveyed.

Communication is the essence of appreciation. Respect your donors’ time by communicating to them concisely with heart and intention.